Ora Ito is the brand name of the designer Ito Morabito, born in 1977 in Marseille, France. His father, Pascal Morabito, is a well-known designer and retailer of luxury goods whose shop is on the place vendome in Paris, and his uncle, Yves Bayard, was one of the architects of the Museum of Modern and Contemporary Art in Nice. He got kicked out of design school after only a year and took matters into his own hands - first by working for an architect and then for the shoe designer roger vivier. He was only 21 when he decided to create fake products for real brands. He designed ‘ads' for a louis vuitton bag and a camouflage-patterned carrying case for a mac laptop and launched them on the internet --as if they really existed. Pretty soon the big brands discovered his abuse of their name and they loved it. This collection of imaginary items was viewed around the world and so emerged the very first virtual label. Fiction became reality when people tried to order his virtual products from his website. Ora Ito also presented a visionary and dystopic 2010's Paris. In his vision the city has been wholly bought by mega corporations that made the arch of triumph nothing more than a NIKE 3D billboard and the tour eiffel an yves saint laurent possession. In contemporary paris, he spends his days in his studio creating real products for an impressive range of clients:

In 2002 ORA-ÏTO received the ‘oscar for the best packaging’
for his aluminium heineken bottle. he designed the ‘ogo’
oxygen-enriched water water bottle, the adidas and joop
perfume bottles, advertising campaigns for alain mikli, levi’s, ogo
3D images for brochures and websites for cappellini, magis,
a lamp for artemide, furniture for cappellini, b&b,